The accurate title of this film and the book on which it is based is 'The Medium is the Massage.' It's a pun on the word 'message.' Yes, it's the message, but for McLuhan it's also a description of the time. He, we, live in the mass age, the age of mass media.

So great to see this film. Learned things from it that could be found only in reading many biographies of him — how much he hated most of the media he wrote about. Thank you for making it available!